ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. Political marketing is a fundamental part of political life. Presidents and prime ministers; politicians and parties; government departments and councils all use marketing in their pursuit of political goals. Market research is used, when deciding on policies and service design, to understand what the people they serve and seek votes from want and need; voter profiling helps create new segments to target; strategy guides creation of the political brand to develop an attractive vision; internal marketing guides the provision of volunteer involvement; analytics and experimental research test and refine communication messages; and delivery management sets expectations and helps to convey progress once a politician is elected or a programme has begun. The book nthesises academic research on political marketing, featuring theories and empirical examples from around the world.
